Almost half of small and medium sized businesses globally plan to extend their online reach

The online survey focused on how these businesses use digital tools, such as personalized online advertising, to carry out their business operations. This survey was conducted in 43 markets for Meta (“Facebook”) by Ipsos, interviewing more than 37,000 people ages 18+, who are founders, owners, senior executives, or senior managers of small and medium sized businesses (SMBs) in June and July of 2022. For this survey, small and medium sized businesses are defined as those having fewer than 250 employees.

Across the 43 markets surveyed, key findings from select markets include:

• A significant number of SMBs surveyed across the world reported that they have shifted all or most of their business operations from in-person to online since the COVID-19 pandemic began (26% of SMBs surveyed in the United States, 42% in Turkey, 43% in South Africa, 22% in Australia, 38% in Brazil, and 22% in the United Kingdom).
• Roughly half of SMBs surveyed reported that their business currently has plans to establish greater online reach (57% in Chile, 54% in Hong Kong, 60% in Malaysia, 47% in Poland, 52% in Saudi Arabia, and 44% in the United States).
• Large majorities of SMBs around the world who currently use digital tools also reported that they consider messaging apps and tools are a very personal way to connect with customers (92% in Brazil, 82% in France, 89% in India, 86% in New Zealand, and 86% in Portugal).
• More than half of SMBs surveyed said that digital personalized ads are more effective than traditional advertising at helping their business increase the cost effectiveness of their marketing campaigns (61% in Argentina, 54% in Czechia, 62% in Hong Kong, 65% in Saudi Arabia, and 72% in Turkey).
• SMBs across these markets seem to be conscious of the environment, with large majorities reporting that they would be willing to change their practices to become more environmentally friendly (72% in the United States, 85% in the United Arab Emirates, 77% in South Africa, 89% in Indonesia, 85% in Colombia, and 73% in the Netherlands).

Among SMBs who use Meta apps (Facebook, Instagram, WhatsApp, and Facebook Messenger):

• Strong majorities of SMBs who currently use Meta apps reported that Meta apps have helped their businesses grow (69% in Canada, 91% in the Philippines, 90% in Mexico, and 72% in France), and that their businesses are stronger today because of the Meta apps (67% in Canada, 90% in the Philippines, 87% in Mexico, and 69% in France).
• More than half of SMBs currently using at least one Meta app reported that Meta apps have helped their business form or maintain a loyal customer base (51% in Israel, 66% in Nigeria, 61% in Colombia, and 64% in Malaysia).

Among SMBs who use personalized ads on Meta:

• Majorities of the SMBs using personalized ads on Meta said that these ads helped their businesses achieve their goals (68% in Canada, 58% in Belgium, 91% in Mexico, and 67% in Japan).
• Large portions of SMBs using personalized ads on Meta apps also reported that these ads helped their businesses acquire new customers (43% in Australia, 60% in South Africa, 49% in Pakistan, and 42% in France).

Methodology

The online study was conducted leveraging opt-in-panels from June 15 through July 8, 2022, among owners, founders, or managers of small or medium sized businesses. Samples were selected among opt-in panels in each market. The data were weighted within each market to align region of business headquarters and size of business to industry benchmarks. The benchmark targets came from population statistics such as the Census, Eurostat, and other reliable sources and from business statistics from Dun & Bradstreet.

The study fielded in 43 markets around the world. The sample sizes ranged from n=500 to n=4,000 per market:

• Africa, Middle East, and Turkey (AMET): Egypt, Saudi Arabia, Turkey, United Arab Emirates
• Sub-Saharan Africa (SSA): Kenya, Nigeria, South Africa
• Asia-Pacific (APAC): Australia, Hong Kong, Indonesia, Japan, Malaysia, New Zealand, Pakistan, Philippines, Singapore, South Korea, Taiwan, Thailand, Vietnam
• Latin America (LATAM): Argentina, Brazil, Chile, Colombia, Mexico, Peru
• European Union (EU): Belgium, Czechia, France, Germany, Ireland, Italy, Netherlands, Norway, Poland, Portugal, Spain, Sweden, United Kingdom
• Other: Canada, India, Israel, United States

The study was conducted in 55 languages:

The sample sizes ranged from n=500 to n=4,000 per market:

About Meta

Meta builds technologies that help people connect, find communities, and grow businesses. When Facebook launched in 2004, it changed the way people connect. Apps like Messenger, Instagram, and WhatsApp further empowered billions around the world. Now, Meta is moving beyond 2D screens toward immersive experiences like augmented and virtual reality to help build the next evolution in social technology.

About Ipsos

Ipsos is the world’s third largest insights and analytics company, present in 90 markets and employing more than 18,000 people. Our passionately curious research professionals, analysts and scientists have built unique multi-specialist capabilities that provide true understanding and powerful insights into the actions, opinions and motivations of citizens, consumers, patients, customers, and employees. We serve more than 5,000 clients across the world with 75 business solutions. ISIN code FR0000073298, Reuters ISOS.PA, Bloomberg IPS:FP www.ipsos.com.